Reusing Old Content Can Get You Ranking Again. Here’s How!
It’s 2017 and content continues to dominate the digital marketing industry with no signs of slowing down. In fact, it’s drummed into us more than ever how important our content marketing strategy is and that killer content is key to not only ranking well on Google but driving our brand’s online success as a whole. Reusing old content is another strategy that can help you achieve your SEO goals and drive your business as a whole.
We know the Google Gods want us to consistently publish highly-engaging articles on our own website, guest post on related publications and do what we can to get a real social media following. We are also aware that the days of being able to manipulate search engines through Black Hat techniques to appear higher are well behind us. Content is our best shot at being seen as an “authority” or “industry leader” by Google and ranked well accordingly.
However, a lot goes into creating high-quality articles that speak to your target audience. There’s the process of defining your content or buyer personas. Then the research, creation, and editing of your article. You’ll also need to find images and accredit them accordingly and look at your website to ensure the technical elements on the backend are set up for your website to be in the best position to rank for SEO.
If you are creating content for guest posting or what’s known as outreach you need to do this whole procedure. And then you also need to locate relevant, high-authority publications and convince them to post your content in exchange for a hyperlink back to your site. Google expects a lot from you and it’s a costly and time-consuming process.
Unfortunately, like an only child, what Google Wants Google Gets. Ranking favourably on the search engine means you’ll be in the best position to be visible for people searching for your product or service. When they locate you from a Google search ideally they’ll head to your website and be converted into a sale.
It sounds like a stupid amount of work and it can be. But there is some good news, you guys! You can make this whole thing a LOT easier by utilising the intellectual property you’ve already created. It’s all about the Three R’s. Reuse, Recycle and Repurpose. By reusing, recycling and repurposing the content you already have you can reach new audiences in a quick and efficient way.
So How Does Reusing Old Content Make This Process Easier?
Ok, I know what you’re thinking! DUPLICATING CONTENT?! DANGER DANGER, WILL ROBINSON! We are by no means encouraging you to duplicate content in any way. The term actually refers to a FAIR chunk of matching content being published across numerous domains. It’s worth noting there really is no such thing as a duplicate content penalty. You’ll only be sent to google prison if you’re excessively copying content in a manipulative manner. That’s nothing like what we are doing here anyway.
What we are actually talking about is recycling the current content and improving it by adding some extra value to it in some way. It’s like remixing an 80’s tune that millennials are now getting down with their bad selves on the dance floor. It’s essentially taking a classic hit and fine tuning it to reach a different audience.
So rather than starting again and creating everything from scratch here are the best ways to Reuse, Recycle and Repurpose your old content and get it ranking again.
TURN IT INTO AN INFOGRAPHIC
It’s far more fun looking at pretty pictures or watching cool videos of the cat variety than reading a long text-filled article with the exception, ahem, of our lovely What The Fox content of course.
We can go through all the technical reasons but to put it simply, our brains prefer easily digested content and visuals are processed at 60000 times quicker than text. An infographic is a great way to recycle and repurpose your content in an aesthetically pleasing, attractive and memorable way. They are also pretty simple to put together.
Find an article that performed particularly well. Identify about five or six main points from your posts, decide how to structure the data, and then either speak to your designer or use a program like picktochart to put it together. Share through your email and social media channels and watch the engagement increase.
UPDATE IT INTO A QUIZ
Ever taken a Buzzfeed quiz to figure out what 90’s Pop Idol you are or which 2000s Movie Test Will Reveal Your Secret Gross Habit? Nah, me neither.
Quizzes are super popular because truthfully we all like answering questions about ourselves. Do I really believe that Buzzfeed will be able to predict when I’ll get engaged based on my latest pizza choice? Not really. But hey, was it fun to fill out and find out what they say? Totally.
Obviously, the rational amongst us will take the answer with a grain of salt but that doesn’t mean we won’t have a giggle and enjoy doing it.
Use customer data you’ve collected, articles that are relevant or case studies to create your own quizzes. Make sure they are easily shareable because the one thing consumers like more than taking quizzes are inviting others to try them as well. Go forth and enjoy quiz masters!
WHAT ABOUT A CHECKLIST?
Another excellent way of recycling content in a means that people find useful is to turn it into a checklist. Checklists are a super popular form of content and in our busy, time-poor lives are often extremely valuable to our audience.
They don’t need to be overly complicated- In fact, the more simplified they are the better. Turn a great piece of content into a “How To” Post, it’s easy. Create a list that someone can check off once they have completed each step in the post and share it with your social media channels and your email subscribers.
HAVE YOU CONSIDERED A WEBINAR?
Have you got a great piece of content that you could present as a live- web based video conference that would interest your target market? You should definitely consider hosting a webinar.
The great thing about webinars is that they often lead to a sale or use of your service. There are plenty of easy-to-use software programs like Slide-deck, Screen share, and Google hangouts that make it easier to host a webinar. Put together a valuable demonstration from a content piece and present it to your live audience from the comfort of your own home.
Still a bit confused how recycling, repurposing and reusing your old content can get you ranking again? Why not get in touch with the Foxy team for a FREE consultation today and we’ll show you exactly how it’s done!